Vietnamese travelers among Asia’s top food explorers

Vietnamese travelers are ranked second among Asia’s top food explorers, with 35% selecting destinations based on culinary experiences, according to a survey by online travel agency Agoda.

Agoda said culinary experiences have risen to the top three motivators for Asian travelers, up from sixth last year.

This reflects a larger trend in which gastronomy is becoming a key driver for travelers when deciding where to go, what to do, and where to stay, as they aim to immerse themselves in the local food culture of their selected destinations, the Singapore-based company said.

Meaningful gateway to culture and history

“Vietnam’s ranking reflects just how deeply food is embedded in our culture and in the way Vietnamese travelers experience the world,” Vu Ngoc Lam, Agoda’s country director in Vietnam, said, as quoted by Vietnam News.

For Vietnamese travelers, food is a meaningful gateway to culture, history and connection, both at home and abroad.

Vietnamese travelers’ top five gastronomic destinations last year were Japan, Thailand, South Korea, Malaysia and China, according to Agoda.

Vietnam emerging as a culinary destination

Vietnam’s diverse culinary culture has also been attracting travelers from all over the world, the travel agency said.

International travelers have been increasingly visiting the Southeast Asian country to experience its dynamic street food culture, traditional dishes, and quickly growing contemporary dining scene.

From globally recognized staples like pho and banh mi to distinct regional traditions like Hue’s royal cuisine and the Mekong Delta’s fresh seafood, the nation’s gastronomy reflects a refined balance of flavors, an emphasis on fresh ingredients, and remarkable regional diversity, Agoda wrote, as cited by VnExpress International.

Taiwanese travelers are Asia’s top culinary explorers, with 47% identifying food as a major travel motivator, followed by South Korea in third place with 34%.

Malaysia (33%), Japan (32%), Indonesia (31%), Thailand (20%) and India (8%) round out the top eight.